The Power of Email Marketing: A Timeless Strategy

Email is one of the most cost-effective ways of marketing your business, producing one of the highest ROI for marketers. With this in mind, why not make the most of those dormant email addresses sitting in your database?

Here’s how to wake up your database and grow your business:

Optimise for mobile

You must ensure your email marketing efforts are responsively designed for recipients using tablets or mobiles, particularly because 53% of emails being opened on mobile devices. The click rate also increases by nearly 15% if you use a responsive design, so it is essential your audience gets the optimal experience – or you’ll be wasting your time.

Get noticed with your subject line

A great email subject line is vital to your open rate, with around 205 billion emails being sent every day. Considering around 90% of those emails are spam and viruses that frantically want to be opened, you need to make sure yours stand out from the crowd. You can do this in endlessly different ways but here are some that have been tried, tested and proven:

  • Straight to the point subject lines…

outperform longer subject lines – Subject lines with fewer than 10 characters had 49.73% open rates. Make sure your subject line is engaging whilst also telling the recipient exactly what they’re getting and why it’s relevant to them.

  • Dodge the spam folder…

by avoiding capital letters, exclamation marks, or click-bait words such as ‘free’ (you could replace this with fully-funded for example); Hubspot offer a great list of words you should avoid to dodge the spam folder!

  • The the power of persuasion…

It has been proven that using the word ‘because’ in your subject line will increase the chances of your recipient opening as you’re giving them the prospect of valuable explanation. Everybody wants to be illuminated – provide some anticipation!

  • Get personal…

with a tailored subject line, you can use code to pull your recipient’s name into your subject line – just make sure you only pull their first name and always provide a fall back option in case a name hasn’t been provided.

Create content to drive conversions

So you’ve got your audience to open your email, you now need to ensure your content is captivating enough to get them to follow through on your call to action. Here are a few simple tips to optimise your content:

  • Use relevant visuals…

to grab their attention as content with images receive 94% more views than those without.

  • Create concise content…

Make sure your content is relevant and valuable to your audience but keep in mind that smaller and more targeted emails have the highest open and click rates. Stay succinct.

  • Easy-to-read content…

is essential: Have a think about how you yourself might read an email and this will become obvious. You’ll find that skim reading is the most effective way to detect valuable content fast. To help your recipients, make your content easy to read by formatting your email with clear headlines, short paragraphs and highlight meaningful words or phrases to catch their eye.

  • A clear call to action…

is much better than offering many different options. For example, simply requesting them to ‘reply to this email’ works really well because it’s stress-free and actionable with one click, as well giving your recipient legroom in how they might respond to your marketing.

It’s time to get started

Email marketing is a great way to communicate with potential leads. By following this tested strategy you greatly increase your chances of conversion – just make sure there’s someone around to keep up with the traffic!

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